Mr Farley, I could not agree with you more this morning. I missed your live interview, but watched it afterwards, after throwing a mild tantrum. I was very pleased to hear you disavow this ad as only another west indian can understand that this is not how it should be done. I was trying to explain that to the untrained ear, this is *cool*, but to another west indian, this is painfully fake. I mentioned to a friend of mine how this smells of the years that agencies tried to deal with Latinos in ads by making their own translations w/o consulting fluent Spanish speaking latinos, only to have the ad make no sense whatsoever. This is not racial, this is cultural, and we have sat through non stop attempts at getting a *Jamaican* in the script but somehow, getting JarJar.
For shock an effect, they should have found a Chinese jamaican - born and raised in JA to fill that slot. It would have been so much better knowing they had a national to play the roll. Someone who understood the culture from top to bottom, w/o having to have the *coaching*. Anyhow, way to stand up for the West Indies,

2:37 pm January 28, 2013

Charleen Larson wrote:

So much ginned-up outrage, so little time.

I enjoyed both spots. Chill.

3:03 pm January 28, 2013

Nope wrote:

I think your argument is more racist than the ad...
How can speaking in a dialect be racist? That dialect reflects a culture and an attitude, not a skin color. As anyone that's been to the caribbean can attest, there are lots of different faces down there speaking patois - from european descent, to chinese descent, to east indian descent, to african descent. So by equating a patois with a skin color, YOU are using racial stereotypes.
Besides, if using a patois when you're not actually from Jamaica is racist, then 80% of the reggae bands worldwide are racist. Is that what you believe?

3:14 pm January 28, 2013

nope wrote:

I think your argument is more racist than the ad…
How can speaking in a dialect be racist? That dialect reflects a culture and an attitude, not a skin color. As anyone that’s been to the caribbean can attest, there are lots of different faces down there speaking patois – from european descent, to chinese descent, to east indian descent, to african descent. So by equating a patois with a skin color, YOU are using racial stereotypes.
Besides, if using a patois when you’re not actually from Jamaica is racist, then 80% of the reggae bands worldwide are racist. Is that what you believe?

10:24 pm January 28, 2013

IslandBoy wrote:

I am a born a raised Island boy and i almost went out and bought a VW after the ad. It had me LMAO.. Great spot.. Some people need to take a trip to the to our home land, get a rum drink and chill.. Jah!! why should every thing be so heavy?? easy up man!!

10:27 pm January 28, 2013

JA101 wrote:

The ad is spot on.. The island feeling is happiness and relaxation. We could all use some.. Come on down and have a drink:)..

12:17 am January 29, 2013

Jason wrote:

Reading this article makes me think I could write for the wsj....the ad is great, why you gotta hype it up and spin it down? Saw the take on CNN and it looks like you guys have nothing else going on so you grill the vw exec trying to make the ad something it's not. Don't worry be happy!

8:08 am January 29, 2013

Mamachel wrote:

You cannot be bumboclaat serious! There is NOTHING wrong with this ad. Here in Jamaica EVERYonE loves it. You guys left Snoop Lion pass but attack this ad? I guess anyone can be a writer huh?

8:24 am January 29, 2013

Nyree wrote:

Having read this all I have to say is "Chill Winston" ....As a born, bred, currently residing island girl (Jamaica), I haven't met anyone who has seen the ad who doesn't love it. It is exactly what island life is meant to be, light, fun, joyous...come'on bro Get Happy...you taking this way too serious!!

9:26 am January 29, 2013

RaeMN wrote:

This is crazy!!!! The only people finding this racist may be racist themselves. I look at the commercial as it was intended - not to offend but to relate the way Jamaicans live and choose to "be happy" positive and joyful. I wish we could sell that concept in the USA!!!! NOT a black thing. Maybe it is because I am a white MINNESOTAN. So should I take offense to the idea that the ad depicts my home as stiff and in need of happiness - NO I am not. But I guess making fun of the idiosyncrasies of white culture isn't a bad thing. It is funny and cute and that is it!!!! Get over it.

9:34 am January 29, 2013

Shari wrote:

I had a good chuckle. Personally I did not find it offensive so I was somewhat surprised that there was controversy surrounding the ad which typifies us Jamaicans who have the sunniest disposition even under the harshest of circumstances. We are not one track minded - not everything has racist connotations especially since our country of mixed races have lived in relative harmony from time immemorial. The ones who are making an issue here are the media analysts. This is great for tourism on the German "dime". One Love. and go study our history!

9:44 am January 29, 2013

midwesterner wrote:

I think you all miss the point. Irrespective of the accent and/or who speaks with it, the ad is stupid. Unlike little Vader, or the dogs last year, I kept waiting to figure out where it was going, and at the end it was like, 'really'. Now, I'm a 53 year old woman, and most of the folks in the ad weren't in my demographic. I have no interest in a vw beetle, and so from a target marketing perspective, perhaps those who are the target market, are the ones who get it, and find it humorous. Having said that, to me, if you have to explain it, it isn't funny. Dogs and kids-universal-people 'gettin happy' to a Partridge family song with psuedo Jamaican accents-not universal. Perhaps it's like the Three Stooges-some people find them hilarious too, and I'm in that percentage of folks that finds them just plain stupid. VW wasted their 7 million dollars if they run this, and don't have a back up. I suspect they were smart enough to recognize this might fall flat, and that's why they previewed it a week early, so that if necessary, they could go with the backup. I hope the backup is better than this.

10:04 am January 29, 2013

Tara wrote:

As a Jamaican native this advert made my day! Sorry for all the insecure people who are taking offense on our behalf, but please dont. Take a chill pill, or come to Jamaica and feel alright. VW thanks for the free promo in the middle of our winter tourist season. And Jimmy BIG UP YUSELF

10:27 am January 29, 2013

Horlicks89 wrote:

"Sarcasm is the lowest form of wit, but the highest form of intelligence," - Oscar Wilde. Scientific proof has emerged in the past few years that understanding sarcasm requires social intelligence lacking in people who've suffered damage to a section of the right brain. So I must conclude that any “controversy” regarding this advert must be attributed to right brain damaged individuals. As a born and bred “Yard Man” now living in the USA, all of unoo (You plural) need fi relax and hol’ (hold) a meddi (meditation) … in other words “Chill Winston”…

12:02 pm January 29, 2013

Carol wrote:

Chris, Come on, "chill!" The accent is bad and is meant to be. The actor is not a native speaker. If anyone is to be offended it should be Minnisotans who it is suggested are mirthless. I drive a VW and am Jamaican. I think the ad is just plain funny. Every nation has distinctive characteristics why should it be considered racist when someone from another culture celebrates a characteristic? Especially one that is positive. Had the ad said the car is as fast a a Jamaican would that also be offensive to you? I have attempted to speak in other accents (usually very poorly I'm sure), as do most people in fun. I cannot see how that can be wrong, unless you are suggesting the people are all stupid or all bad in some way. (Note I said "all" because believe it or not there are some Jamaicans who are stupid just like some people every other nation). I think by now you will have realized that most Jamaicans think the ad hilarious, endearing and even complimentary by acknowledging Jamaican culture. "Be happy!"

1:30 pm January 29, 2013

Sher wrote:

Authentic Jamaican, sitting in a corporate office with more than 25 Jamaican who have all stated that they are not offended by the ad. It just goes to show that Jamaica is a brand. Our accent is distinct. With the best attempts, it can be imitated, but not so easily duplicated. Coming from a non-Jamaican, the accent is poor, and only authentic Jamaicans, not wanna-be's, will find the humour in this attempt at imitation. Good try! Wicked, but yu haffi wheel and come again paddi....

2:17 pm January 29, 2013

Please wrote:

Dude - you have got to be kidding. Racist? Off putting? Good Lord, it's a great ad.

2:43 pm January 29, 2013

Marcia wrote:

I am a Jamaican living in the US for over 30 years and I don't think that this ad is offensive. Of course if you don't know about the Jamaican culture and ignorant of the fact that we do have white Jamaicans and people of every race, hence our Motto "out of many one people," then you would find it offensive. My only regret is that they did not use a true white Jamaican. One Love!!

4:52 pm January 29, 2013

Colin wrote:

Are you serious?! I'll be you wouldn't find one West Indian who was offended. They, unlike some of you, have a sense of humour.

5:04 pm January 29, 2013

Corey wrote:

Mr. Farley,

With all due respect, I really have to question whether you really are Jamaica (perhaps your were born in Jamaica but raised in the U.S.)? I am a Jamaican living in NYC, and I can tell you that seeing this ad on a cold New York winter morning brought a smile to my face. I reminded me of the irie vibe back a yard (aka back in Jamaica) and positive attitude that Jamaicans bring to our everyday lives. As to the question of whether white people should be speaking with "Jamaican Accents", if you were truly Jamaican you would recall that our country is one made up of black, white, asian and Indian....out motto is "out of many, one people". Perhaps the critics of this ad should have a similar outlook on race relations.

5:05 pm January 29, 2013

Skalawa wrote:

Out of many one people!!!! Born and grow in Jamaica, currently living in the US and this ad is in no way offense to me or many Jamiacans I know.. If anything this ad has shown our country in a loving laid back way, which is really needed now to help boost our tourism. Jamaica is a diverse country it has always been that way.

Here you have people from many national backgrounds: Chinese, Indians, so-called Negroes, and you can just go down the line, Europeans, European and people from many, many nations. Do you know they all live there and they have a motto in Jamaica, “Out of many people, one people.” And they say, “Here in Jamaica we are not Chinese, (Make it plain) we are not Japanese, we are not Indians, we are not Negroes, we are not Englishmen, we are not Canadians. But we are all one big family of Jamaicans.” One day, here in America, I hope that we will see this and we will become one big family of Americans. -Dr Martain Luther King (after his visit in Jamaica)

5:25 pm January 29, 2013

Francis Wade / 2Time Labs wrote:

From my office in Kingson, Ja - It's not a great ad, but it's hardly offensive. It does poke fun, and it is an exaggeration of the Jamaican accent and our tendency to ignore the clock. Some are bound to take offense, but I'm sure that most will be from outside Jamaica. On the other hand, as someone publishing a time management book on Friday to a global audience... I'm not sure about the timing! Brand Jamaica won't suffer but...

5:59 pm January 29, 2013

Joni wrote:

It is a great ad and I am shocked that anyone has a problem with it. Equating speaking like Jamaican with happiness should be considered a compliment. The world would be a better place if persons would stop looking for hidden motives and being hypersensitive. One more thing for the loud minority who think the ad is racist, even if it were offensive it could not be racist since all Jamaicans don't look like me, some of us are Chinese, Indian, White, Middle Eastern and yes Black like me. There is no such thing as a Jamaican race. "Out of many one people" is not just a group of empty words it is who we are.

VW thumbs up

7:05 pm January 29, 2013

R. Fer wrote:

Dear Mr Farley,

Our Jamaican accent is in no way a "black accent", you should try educating yourself instead of playing a fool. There are many Jamaicans with that same accent that are not black (or white for that matter), we have Chinese Jamaicans, Indian Jamaicans, Spanish Jamaicans etc... we all share this "black accent". In fact, our national motto is out of many one people.

While racism exists on many fronts I highly doubt it is in our dialect. In fact Jamaica has more class discrimination than racial discrimination. It would seem that the majority of us Jamaicans do not consider the ad to be offensive or racial. I have seen our accent butchered by many movies, shows, plays, comedians, actors, singers, news anchors, etc... we have even laughed along with most of them. Yet we have never taken offense at our dialect.

What VW has done is indirectly promoted my country, promoted that besides our adversities we remain a happy people, that even through the toughest of times we are still smiling. VW has portrayed and promoted the strong will of my people, something I hope others throughout the USA will adapt, because right now all I see is over reaction. Over reaction to a black man holding the highest office, over reaction to any and everything he tries to achieve, over reaction to his wife's work, to their children. A lot of it based on his skin.

I look at VW and I look at the USA and wonder who is really the racist.....

7:57 pm January 29, 2013

Tania wrote:

Take a chill pill. I'm as Jamaican as you can find and among my friends this ad is hilarious. We know that not many people get the accent right but that's just because we're so unique! Cho man, give it a rest. We have many races here and we all have various accents even within Jamaica, so it's not going to be easy to imitate. Many of us are just elated that of all the accents in the world, that VW would have chosen ours. Relax and have a drink man! Jamaica to de worl'!

8:34 pm January 29, 2013

Shari wrote:

Here's a noteworty coincidence as it relates to this German auto. Since the 1830s, Jamaica has had a German population, albeit fragmented at this time due to mixed marriages. It is quite interesting to hear a blond-haired, blue-eyed native in a place called Seaford Town, speak patois on par with the descendants of freed African slaves; Chinese and Indians who subsequently came as indentured servants; Lebanese, Jews, etc., who came as haberdashers, and so on. Again, some people need to do research on history and culture of our "One Love" family. Our struggles have usually been for socio-economic reasons, not racial equality.

12:51 am January 30, 2013

Claire Nelson, White House Champion of Change wrote:

Shari,, You are spot on.. I was just at GERMANTOWN also known as SEAFORD TOWN last Saturday...
So as R.Fer wrote....
The Jamaican accent is in no way a “black accent”, as many Jamaicans with that same accent are not black, we have Chinese Jamaicans, Indian Jamaicans, Lebanese, and even White Jamaicans YEP.. with the same “black accent”.And I wonder who actually voiced it.. If the white actor did.. he did a fairly decent job.. Must have had a great coach.
Actually, I am proud that of all the accents to promote a WORLD CLASS BRAND like VW.. They would choose a JAMAICAN.. Yes.. We lickle but we tallawah fe true,,,
It would have been nice to have a REAL Jamaican in the AD though..
Maybe his friend from the water cooler...
maybe this the first installment of a series of VW ADs featuring Jamaican culture .....
WAY TO GO VW..
Proud to be Jamaican Caribbean American....

7:17 am January 30, 2013

Black Jamaican wrote:

The ad is great. There are many non black Jamaican, Yep, born and bred right in Jamaica with the same Jamaican accent. There are many Germans and their descendants right here in St. Elizabeth with that same accent. Jamaica also has a history with Volkswagen cars and truck. It is misleading to say that the ad is racist because none of the actors speaking the Jamaican accent is black. "Öut of many one people" is our motto. We are a society made of of many races called Jamaicans and we embrace all races within our culture. Many visitors to our island imitate our accent too and we enjoy it. Keep the ad VW, it's hilarious not racist at all.

10:00 am January 30, 2013

VoiceOfReason wrote:

Some blacktivists and their limousine-liberal-white-guilt media pals seem determined to make blacks wholly irrelevant in modern America. If blacks insist on being patronized, kid-gloved and quota-counted as members of an incessantly aggrieved, rent-seeking minority group, instead of striving to achieve as individuals capable of assimilating into the economic mainstream and standing on their own two feet, it won't be very long at all before, like Aesop's boy who cried, they'll be ignored altogether.

After all, no one cried racism when Dave Chappelle, the Wayans, Eddie Murphy or Chris Rock affected square white-guy speech to get a laugh. It's called comedy, for crissakes. Get over yourselves. No body cares that you're black. So get busy educating yourselves and becoming more competitive so you're not entirely left behind by our rapidly changing 21st century economy and world.

12:42 am January 31, 2013

P.J. wrote:

You too stoosh, Mr. Farley. Or do you even know what that means?

6:59 am February 1, 2013

NFL : Steroids and Brain Damage wrote:

Its a freak show.

Add a Comment

Error message

Name

We welcome thoughtful comments from readers. Please comply with our guidelines. Our blogs do not require the use of your real name.